BRAND IMAGE: AWARENESS OF SENSORY BRANDING AND ITS EFFECT ON PURCHASE BEHAVIOUR OF CONSUMERS.

  • Research Scholar, School for Management Studies, Babasaheb Bhimrao Ambedkar University (A central University), Lucknow.
  • Associate Professor, School for Management Studies, Babasaheb Bhimrao Ambedkar University (A central University), Lucknow.
Crossref Cited-by Linking logo

  • Abstract
  • Keywords
  • References
  • Cite This Article as
  • Corresponding Author

In developed countries people are more conscious about their Branding pattern .Brand makes one product different from competitors . In marketing one of the vital tool is Branding which differentiate brand image and its identity from one another. Sensory branding is intended to plea the human five senses, to engross feelings and so to encourage purchasing behavior. For building brand image various Companies uses different ideas for bestowing their brand by bring together unique advertisements. Sensory branding includes five senses, with the help of these senses how disparity can be created with respect to challengers becomes very easy. The objective of this paper is to spread awareness of sensory branding among consumers on emotional level which is more immersive by considering all the five senses together and to see the responds of which sense among five is more useful and its effect on purchase behavior of consumers.

  1. Aaker, D.A. (1991), Managing Brand equity, New York: The Free Press
  2. Bone, P. and Jantrania, S. (1992),`Olfaction as a cue for product quality', Journal of Marketing, Vol. 3, July, pp. 289-96.
  3. Bhimrao M. Ghodeswar (2008), Journal of Product & Brand Management, Building brand identity in competitive markets:a conceptual mode, Volume 17 , No 1.
  4. Bryman, A. & Bell, E. (2007), Business Research Methods, Oxford: Oxford University Press. Brandchannel.com (2011), brand identity, [Online] Available from: http://www.brandchannel.com/education_glossary.asp [2011-10-12]
  5. De Chernatony, L. & McDonald, M., 1998, ?Creating Powerful Brands in Consumer, Service and Industrial Markets?, Butterworth-Heinemann, Oxford press.
  6. Djurovic, V. (2008), Sensorial Branding - The future of brands building, [Online] Available from: http://ezinearticles.com/?Sensorial-Branding---The-Future-of-BrandBuilding&id=1412143 [2011-10-14]
  7. com, Building Brand Awareness ? Use all 5 Senses, [Online] Available from: http://www.evancarmichael.com/Business-Financing/5279/Building-Brand-Awareness--Use-all- 5-Senses.html [2011-10-12]
  8. Gob?, M. (2001), Emotional branding, Newyork: Allworth Press.
  9. Keller(2003a), Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Upper Saddle River, Prentice Hall.
  10. Keller, K.L. (1997) Building, Measuring, And Managing Brand Equity. New Jersey: Prentice Hall
  11. Krishna, A. (2010). Sensory Marketing: research on the sensuality of products. New York: Taylor and Francis Group.
  12. Krishna, A., & Elder, R. (2010), The Gist of Gustation , Sensory Marketing , London: Psychology Press (pp. 281-297).
  13. Kotler (1973), Atmospherics as a marketing tool, Journal of Retailing, Volume 49, No 4.
  14. Lindstr?m, M. (2005). Brand Sense. New York: Free Press.
  15. Martin Lindstrom (2005), Broad sensory branding, Journal of Product & Brand Management, Vol 14, No 2, pp 84?87
  16. Labbrand Consulting Co Ltd (2011), sensory branding, [Online] Available from: http://www.labbrand.com/brand-source/experiential-branding-using-5-senses-build-brand-equity. [2011-10-14]
  17. Morrin M. (2010), Scent marketing: an overview, In Krishna, Sensory Marketing, New York: Taylor and Francis Group. (p. 78).
  18. Oulton T. (1995), ?Management Research for information? Management Decision, Vol.33 No.5 ,PP.63-67
  19. J. (2010). Does touch matter? Insight from haptics in research marketing, In Krishna, Sensory marketing, New York: Taylor and Francis Group. (pp. 17-29).
  20. Room, A. (1998), ?History of Branding? in Hart, S. & Murphy, J. ?Brands: the new wealth creators?, New York: New York University Press.
  21. Srivastava, R.K. (2011), Understanding brand identity confusion Marketing Intelligence & Planning, Journal of marketing, Vol. 29, pp. 340-352
  22. Upshaw lynn B. (1995), Building Brand Identity, Canada: John Wiley & Sons, Inc.
  23. Uddin ,Md.Saffer (2011) ,The Impact of Sensory Branding (five senses) on Consumer: A Case Study on ?Coca Cola?.
  24. Winter, A. & Winter, R. (2003). Brain workout: Easy ways to power up your memory, sensory perception, and intelligence. New Jersey: Asja Press.
  25. Wolfe, J.M., Kluener, K.R. & Levi, D.M. (2006). Sensation and perception. Sunderland: Sinauer Associates.

[Ankita Verma and Kushendra Mishra. (2017); BRAND IMAGE: AWARENESS OF SENSORY BRANDING AND ITS EFFECT ON PURCHASE BEHAVIOUR OF CONSUMERS. Int. J. of Adv. Res. 5 (Jun). 1882-1885] (ISSN 2320-5407). www.journalijar.com

ANKITA VERMA
BABASAHEB BHIMRAO AMBEDKAR UNIVERSITY,LUCKNOW

DOI:

Article DOI: 10.21474/IJAR01/4617      
DOI URL: https://dx.doi.org/10.21474/IJAR01/4617

Download Full Paper

Download PDF No. of Downloads: 75 | No. of Views: 227